Are Social Games the New Slot Machines?

I've seen a  few blogs recently asking the questions like 'Are Social Games the New Slot Machines?'. In many respects social games are successful for the same reasons that slot games are successful. However, social games have more mainstream appeal because in addition to being social they use gaming mechanics that slot machines have traditionally lacked.

As I have mentioned in previous posts. Social games push some of the same psychological buttons that gambling games are based on. Game concepts of building points to achieve certain goals have parallels with the gamblers preoccupation with strategies to grow their real-money bank. However, social games layer on other powerful game mechanics like leveling up. In addition, social games leverage social forces like collaboration, competition, altruism, reciprocity etc. The resulting combination is all together a more potent mix that results in high levels of engagement and virality.

Zynga recognize the parallels with gambling. There is nothing subtle about the way they have integrated slot machines as side games within their Texas Hold'em. Or the fact that they launch Poker Blitz as a stepping stone for customers of Farmville to convert to players of Texas Holdem.

Successful social gaming companies have realized that they can use gaming psychology to build vast audiences and to sell things. Social Gaming is not only a new genre of game but it is also a new model for retail and ecommerce in general. Gambling is only one area which has parallels with and which will be affected by the rise of social gaming.